When Apple rolled out iOS 14.5, it shook up the mobile advertising world. The once-reliable Identifier for Advertisers (IDFA) became opt-in, and most users chose not to share it. That meant marketers could no longer track users across apps the way they used to.
The result? Many users acquisition (UA) strategies that relied on user-level data stopped working effectively.
But that doesn’t mean user acquisition is dead. Far from it. It just means we have to adapt.
The way mobile games get new players has changed a lot since Apple introduced new privacy rules and removed IDFA tracking. This has made it harder to target the right users and measure results. In this article, we’ll look at smart and effective user acquisition strategies that work in this new world. Whether you’re a small studio or a big company, these tips will help you grow your game’s audience.
Genieee, one of the best mobile game developers, understands these challenges and uses creative solutions to help games succeed even without IDFA.
1. Make First-Party Data Your Best Friend
With third-party tracking becoming less effective, first-party data is now gold.
What is first-party data?
It’s data you collect directly from your users — like emails, in-app behaviors, preferences, and feedback.
How to gather it:
- Encourage users to create accounts or log in.
- Track onboarding steps, in-app events, or feature usage (while staying privacy-compliant).
- Ask for feedback through surveys or support chats.
With this data, you can build better audience segments and tailor your messaging accordingly. Plus, it’s privacy-friendly since users are willingly sharing it with you.
2. Embrace SKAdNetwork (SKAN)
Since IDFA is less accessible, Apple’s SKAdNetwork has become the go-to method for measuring ad performance on iOS.
Yes, it has limitations. But if you use it right, it still gives you enough to make smart decisions.
Tips to make the most of SKAN:
- Work with Mobile Measurement Partners (MMPs) who support SKAN.
- Set up conversion value mapping to track in-app actions (like registrations or purchases).
- Focus on early engagement metrics, since SKAN has a limited attribution window.
Think of SKAN as your compass. It may not show you every detail, but it still points you in the right direction.
3. Use Contextual Advertising
Without user profiles to rely on, context has become a powerful tool.
Instead of targeting a user based on who they are, you place your ads based on where they are and what content they’re viewing.
For example:
If someone is using a fitness app, they might see an ad for a healthy meal planner — even if the advertiser doesn’t know anything personal about the user.
How to get started:
- Choose ad networks that offer contextual targeting.
- Match your ads to the themes and categories of other apps or content.
- Test different messages to see what resonates best in different contexts.
It’s simple, privacy-safe, and surprisingly effective.
4. Let Your Creatives Do the Heavy Lifting
In a post-IDFA world, creative quality matters more than ever.
Without hyper-targeting, your ad has to grab attention and communicate value immediately.
Best practices:
- Run A/B tests with different creatives.
- Show your app’s unique benefits quickly (think: “Save time,” “Make money,” “Have fun”).
- Use strong visuals, short videos, and engaging CTAs.
Don’t rely on data to do the work — let your creatives carry the message.
5. Grow Your Organic Channels
Paid ads are important, but organic growth can take your app to the next level — and it’s less impacted by IDFA changes.
Here’s how to boost your organic UA:
- App Store Optimization (ASO): Use the right keywords, attractive screenshots, and a compelling app description.
- Content marketing: Create blog posts, YouTube videos, or how-to guides that drive interest in your app.
- Social media: Be active on platforms like TikTok, Instagram, or LinkedIn depending on your audience.
- Influencer partnerships: Let others spread the word for you.
- Referral programs: Reward users who invite friends.
Organic users often stick around longer and cost nothing to acquire.
6. Focus on Retention and Engagement
What good is acquiring users if they leave after day one?
Retention is now a key part of any UA strategy. The longer users stay, the more value you get from each install.
Improve retention by:
- Offering a smooth onboarding experience.
- Sending personalized push notifications (don’t overdo it!).
- Running loyalty programs, events, or rewards.
- Regularly updating the app with new content and features.
Remember: A loyal user is worth way more than a one-time install.
7. Work with Adaptable Ad Partners
Some ad networks and platforms have evolved quickly to handle the post-IDFA world. They’ve built tools that focus more on contextual targeting, machine learning, and creative optimization.
When choosing partners, look for:
- Full SKAN support
- Smart predictive models
- A focus on creative performance
- Strong data privacy practices
The right partner can make a huge difference in helping you scale while staying compliant.
Final Thoughts
The rules have changed — but the game isn’t over.
Yes, user acquisition is more complex without IDFA. But with a focus on first-party data, contextual ads, creative testing, and organic growth, you can still bring in high-quality users and build a successful app.
If you’re looking for a trusted partner to help grow your mobile game, Genieee is one of the best mobile game developers out there. With their experience and creative solutions, they can help you reach the right players and grow your game in this new era.
It’s all about adapting, experimenting, and staying creative.
Welcome to the future of mobile marketing.
FAQ: User Acquisition Strategies in a Post-IDFA World
1. What is IDFA and what changed?
IDFA stands for Identifier for Advertisers. It used to help app makers track users for advertising. But now, Apple asks users if they want to be tracked — and most say no. This makes it harder to track users and show them personalized ads.
2. Why does this matter for user acquisition (UA)?
Because it’s harder to track users, it’s also harder to:
- Show ads to the right people
- Know which ads are working
- Spend marketing money wisely
So, companies need new ways to find and keep users.
3. What are some good UA strategies now?Here are a few that work well:
a) Focus on First-Party Data
Use your own data (like emails, app behavior, etc.) to understand and reach your users better.
b) Use SKAdNetwork
Apple’s tool helps track ad performance without tracking users. Learn how to use it well.
c) Get Creative with Ads
Make eye-catching ads and videos. Since tracking is harder, great creative matters more than ever.
d) Influencer & Social Marketing
Work with influencers or run campaigns on platforms like TikTok, Instagram, or YouTube to reach real people without relying on tracking.
e) Use Lookalike Audiences Carefully
You can still use some data to build “lookalike” user groups — people similar to your best users — but this works best with good first-party data.
4. How can I measure success now?
It’s trickier than before, but possible. Use:
- SKAdNetwork reports
- In-app events (like purchases or sign-ups)
- A/B testing
- Web-to-app tracking, when allowed
5. Should I focus more on retention now?
Yes! It’s getting more expensive to get users, so keeping them is super important. Make sure your app is fun, useful, and rewarding so users keep coming back.
6. Do Android and web apps face the same issue?
Not exactly. Android still allows more tracking (for now), but that may change. Web apps have their own rules. Still, it’s smart to prepare for a privacy-first world across all platforms.
7. What’s the key takeaway?
The old way of targeting users is going away. To win now:
- Use your own data
- Be creative
- Try new ad platforms
- Focus on user experience and retention
Success is still possible — it just takes smarter strategies.